Google analytics of a pilot study to characterize the visitor website statistics and implicate for enrollment strategies in Medical University

BACKGROUND: Taiwan's colleges and universities are struggling to maintain their student enrollment rates owing to the declining fertility rate. Focusing on students in higher education programs, this study aims to analyze online behavioral patterns for university departmental websites and accordingly, suggests response strategies to increase the rate of enrollment.

METHODS: We use Google Analytics to examine the websites of two departments in a medical university between February 1 and July 30, 2018. We study website patterns during the study periods for three college admission routes: STARS program, personal applications, and admission through examination and placement.

RESULTS: Most website visitors during the three visiting date ranges for the two departments are 18-24 years. The visitor groups are mainly freshmen at the university and their parents. The homepage and Subject Credits, Course Planning, Teacher Lineup, and Certificate of Subjects were the most visited webpages. The overall number of daily page views varied by academic event.

CONCLUSIONS: University departments should enhance the presentation of featured courses on their webpage or distinguish course characteristics from those of competing departments in the curriculum to ensure clear market segmentation. In addition, departments should consider examining online data to identify suitable high schools that can be visited to attract potential students and to improve students' willingness to choose their university.

Medienart:

E-Artikel

Erscheinungsjahr:

2020

Erschienen:

2020

Enthalten in:

Zur Gesamtaufnahme - volume:20

Enthalten in:

BMC medical education - 20(2020), 1 vom: 01. Dez., Seite 483

Sprache:

Englisch

Beteiligte Personen:

Chen, Szu-Chieh [VerfasserIn]
Tsao, Thomas Chang-Yao [VerfasserIn]
Lue, Ko-Huang [VerfasserIn]
Tsai, Yafang [VerfasserIn]

Links:

Volltext

Themen:

Enrollment
Google analytics
Higher education
Institutional research (IR)
Journal Article
Web performance

Anmerkungen:

Date Completed 14.05.2021

Date Revised 14.05.2021

published: Electronic

Citation Status MEDLINE

doi:

10.1186/s12909-020-02373-1

funding:

Förderinstitution / Projekttitel:

PPN (Katalog-ID):

NLM318278936